CASE STUDY: StreetVelodrome Series Cost Effective TV Reach

Provided by Inno Events
The only UK domestic cycle sport series with terrestrial TV (Ch4) coverage. Plus reach to over 180 counties globally
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What was the Challenge / Background of the Campaign?

To create a cycle sport entertainment platform live event and TV series with an engaging broad appeal to meet the requirements of UK broadcaster and other key global broadcast partners. High energy live events to be captured and presented in accessible 60 minute magazine shows featuring both the competing elite level athletes as well as human interest stories of the amateurs participants. The packages offered primary sponsor series naming rights, Tier 1 event branding, TV bumper ads (production & air time). Secondary sponsors team naming rights and Tier 2 event branding.

What was the Campaign Objective?

To gain cost effective TV broadcast exposure and brand awareness plus call to action campaign through high production value bumper ads to compliment the series and the brand owner's existing collateral and online proposition. To convey a 'not just for the pro's' message of inclusivity and accessible gateway to sport and hi end sports brands. To meet the requirements of a leading UK terrestrial broadcaster and UK based satellite broadcasters. To secure global distribution of the series in key market areas including Africa, Middle East, Asia, N. America and Australasia.

What was the Solution?

The StreetVelodrome Series was title sponsored by and toured the UK during 2014. An exhibition event was filmed for a dedicated 30 minute broadcast to help introduce viewers to this new sporting concept. The show was subsequently repeated across partner networks throughout 2014. This pilot episode built awareness and a global following for the StreetVelodrome concept of a Pro/AM cycle sport series based on a pop up velodrome track. The concept was also featured on BBC1 The One Show on 7th April. Coverage of the 2014 Series commences in September

What were the Results?

Channel4 to show 2 x 60 minute StreetVelodrome Series magazine show along with the title sponsors bumper adverts during September 2014. The series is also repeated in the UK by Brit Eurosport, Sky Sports, Setanta, Premier Sports & The Active Channel. Aired in over 180 countries thanks to distribution to Fox, Universal, ESPN, Ten Sports Network, Canal+, PrisaTV, Super Sports plus others. This has provided ongoing repeat broadcasts in the USA, China, Middle East, Africa, Australia, Europe, S.America and online VOD. For key UK viewer data see download available.

What were the Key Learnings of this Campaign?

The format of the show brings cycle sport into a popular entertainment arena with potential for further digital engagement during both the live event and broadcast viewer experience. With both elite sport and human interest aspects broadcasters, keen to benefit from on the popularity of cycle sport generally, are further inclined to provide prime and repeat scheduling for the StreetVelodrome format thanks to its accessible broad appeal. This provides brand owners with a significant opportunity to maximise their ROI for televised cycle sport sponsorship and activation.
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k
16 - 24
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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